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Best Practices in IP Management Trademarks
I3PM - Geneva, September 21, 2017
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SPEAKER’S PROFILE
Chantal Koller
• Swiss national
• Law Degree University of Geneva
• 20 years practice in IP
• 15 years with IP firms – 5 years in-house (sports / spirits)
• 10 years with Novagraaf
• Managing Director – Trademarks Switzerland
• Responsible for Business Development in Japan (Trademarks)
• International Judge for the FIG (gymnastics)
[email protected] – +41 22 979 0930
Copyright © Chantal Koller, Novagraaf 2017
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TODAY’S PROGRAM
Strategic
framework Legal basic
framework
2
Management
methodology
3
Traps & Tips
4
1
Copyright © Chantal Koller, Novagraaf 2017
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STRATEGIC FRAMEWORK
Basic requirements for developing a company excellence trademark management program:
Copyright © Chantal Koller, Novagraaf 2017
Business alignment: • Goals • Priorities • Budgets • Endorsement
Product alignment: • Branding/Marketing & Comm. • Priority level • Geographic • Evolution
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STRATEGIC FRAMEWORK
Management model choices:
Copyright © Chantal Koller, Novagraaf 2017
Outsourced In-house Hybrid
Key success factors: • Centralization of data • Determine authority levels • Service level agreement
Goal: find the best mix of legal services and formalities that enables your company not to lose oversight of the portfolio
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STRATEGIC FRAMEWORK
Use all soft IP rights at your disposal:
Copyright © Chantal Koller, Novagraaf 2017
What cannot be protected by trademarks may be protectable through other IP rights.
Use all of them to create a network of legal solutions.
Domain Names Industrial Designs Copyright
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TODAY’S PROGRAM
Strategic
framework
Legal basic
framework Management
methodology
3
Traps & Tips
4 1
2
Copyright © Chantal Koller, Novagraaf 2017
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Some principles specific to trademark protection:
Copyright © Chantal Koller, Novagraaf 2017
LEGAL BASIC FRAMEWORK
Use confers rights only in a few (Common Law) countries
If you don’t register it,
you don’t own it!
Use is required to maintain registration
If you don’t use it properly,
you lose it!
First come-First served
Home country basis is essential for international strategy
Ensure priority date
in the proper country!
Protection is unlimited in time & not subject to secrecy
Phase out the filing campaign!
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Definition of trademarks:
Copyright © Chantal Koller, Novagraaf 2017
A trademark is a sign capable of distinguishing the goods or services of one enterprise from those of other enterprises. Trademarks are protected
by intellectual property rights.
(Source: http://www.wipo.int/trademarks/en/index.html)
1. Sign: traditional and non-traditional types (BUT not concepts) 2. Capable of distinguishing: absolute requirement (*) 3. Goods/services: restricted protection to applicant’s field
of activity 4. Enterprise: the IP right supports business activities
LEGAL BASIC FRAMEWORK
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LEGAL BASIC FRAMEWORK
Requirements for achieving trademark registration :
Copyright © Chantal Koller, Novagraaf 2017
Absolute grounds for refusal: • Descriptiveness • Indications of origin • Language issues • Legal / public order constraints • NGO symbols/acronyms
Relative grounds for refusal: • Earlier third party rights • Opposition vs. Refusals • Letters of Consent not
available everywhere • Searching
…capable of distinguishing… …from those of other enterprises…
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LEGAL BASIC FRAMEWORK
A trademark supports business activities; as a consequence, use is required to maintain a registration valid and/or enforceable:
Copyright © Chantal Koller, Novagraaf 2017
• Only jurisdictions still requiring a Declaration of Use are US and MZ – invalidity as a consequence of not submitting it in time
• Other countries: use is necessary to back-up any offensive
action (opposition or legal action) – risks are negative outcome of offensive action and potential counter attack on validity
• Jurisdictions where administrative proceedings exist for cancellation based on lack of use are growing (CH, EU members to come)
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LEGAL BASIC FRAMEWORK
Unitary effect of the EUTM
Copyright © Chantal Koller, Novagraaf 2017
• One territory – one right: divisions are possible only if the EUTM is dead.
HOWEVER • 28 national registries capable of containing valid anterior rights
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LEGAL BASIC FRAMEWORK
Dependency rule of International Registrations (Madrid System)
Copyright © Chantal Koller, Novagraaf 2017
• All International Registrations (IRs) need a national basic application/registration: usually in home country of the applicant
• The IR is dependent on a valid basic registration for a period
of 5 years from filing
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TODAY’S PROGRAM
Strategic
framework
Legal basic
framework
2 Management
methodology
Traps & Tips
4 1
3
Copyright © Chantal Koller, Novagraaf 2017
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MANAGEMENT METHODOLOGY
Protection process
Copyright © Chantal Koller, Novagraaf 2017
Strategy
Registration
Management
Exploitation
Business strategy and brand guidelines drive choices on trade names, branding options, trademark architecture, geographical scope, filing strategy, risks and budget.
File trademarks, manage refusals, handle oppositions, follow-up to certification.
Evaluate commercial options such as licensing, franchising, sale of IP, spin-offs, joint ventures.
Manage asset administration including all changes in ownership and renewals, monitor for potential infringements and enforce IP rights.
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MANAGEMENT METHODOLOGY
Copyright © Chantal Koller, Novagraaf 2017
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TODAY’S PROGRAM
Strategic framework Legal basic
framework
2
Management
methodology
3 Traps & Tips 1
3
Copyright © Chantal Koller, Novagraaf 2017
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TRAPS & TIPS
Choosing your basic country carefully
Copyright © Chantal Koller, Novagraaf 2017
Useful tips for global companies: • Madrid Protocol countries can generate more expensive filing
fees; using a Madrid Agreement basic country approach can help reducing costs.
• Filing your basic application in a more “discreet” territory can
help in keeping a filing project/campaign confidential.
• Choosing a basic country where examination on absolute/relative grounds is more/less strict can be different depending on the distinctive character of the trademark.
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TRAPS & TIPS
International Registrations
Copyright © Chantal Koller, Novagraaf 2017
TRAP • Unanticipated costs linked to refusals. TIPS • Plan approx. 50% of filing budget for addressing refusals in Y2-3 • US designation: will ALWAYS trigger a refusal (90% on G/S) • Asian countries: list of G/S usually not adapted to European
standards (and other end of spectrum compared to the US) – usually triggers refusals
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TRAPS & TIPS
USA
Copyright © Chantal Koller, Novagraaf 2017
TRAP • Use in commerce. TIPS • Product alignment before filing. • Determine basis (foreign registration, intent of use,
used in commerce). • Specify list of G/S precisely. • Collect in-use evidence. • Budget in consequence of procedure (afterburners).
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TRAPS & TIPS
Transliterations (China, Japan, Korea, Cyrillic characters…)
Copyright © Chantal Koller, Novagraaf 2017
TRAPS • Insufficient legal coverage for local market. • Pirates registering local nicknames for the brand. TIPS • Evaluate business needs and practices for specific product. • Understand how customers perceive your mark (nicknames). • Work closely with M&C to determine needs and effective use. • Work with local distributors/representatives on transliteration(s). • Register several variations for defensive purposes.
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TRAPS & TIPS
Chinese intermediaries
Copyright © Chantal Koller, Novagraaf 2017
TRAPS • Misappropriation of designs. • Invasion of counterfeit products. TIPS • Identify the main technical elements and protect respective
IP (patents). • Register design before starting mass production. • Use copyright mechanisms. • Include IP provisions in contracts with manufacturers. • Mark genuine goods with IP rights registration numbers. • Register IP rights with Chinese customs.
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TRAPS & TIPS
European Union Trademark Registrations (EUTM)
Copyright © Chantal Koller, Novagraaf 2017
TRAPS • Doubling/tripling rights with national/international coverage. • Renewal budget not adapted to needs. TIPS • Work on seniorities. • Keep double rights where use of your mark is doubtful.
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TRAPS & TIPS
European Union Trademark Registrations (EUTM)
Copyright © Chantal Koller, Novagraaf 2017
Recommendations deriving from the Convergence Program (CP): • Black & White marks are not appropriate to protect color elements which condition
the overall impression (CP4). • Lists of G/S should be sufficiently precise to encompass goods/services of interest;
no full coverage from class headings (CP1-2). • Non-distinctive wordmarks should be combined with graphic elements that are
sufficient to distract the attention of the consumer from the descriptive meaning (CP3).
• Weakly distinctive prior rights can still represent a threat to new registrations when
coinciding on non-distinctive elements (CP5).
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TRAPS & TIPS
European Union Trademark Registrations (EUTM)
Copyright © Chantal Koller, Novagraaf 2017
Final steps of the 2015 Reform: Introduction of the certification mark • Only to distinguish a certain quality level. • Meant for organizations/institutions that will certify that third parties, users of the mark,
are reaching certain standards guaranteed by the mark. • Applicant cannot use the mark himself. • Requirement of filing Certification Regulations and Infringement Measures together with
the application.
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TRAPS & TIPS
European Union Trademark Registrations (EUTM)
Copyright © Chantal Koller, Novagraaf 2017
Final steps of the 2015 Reform: Absence of graphical representation • Trademarks no longer need to be submitted with a graphical representation. • Other supports to be determined at ulterior stage. • Opens the door to all non-traditional trademarks. • Support for publication? Open question.
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TRAPS & TIPS
Brexit
Copyright © Chantal Koller, Novagraaf 2017
TRAPS • Unnecessary double coverage. • Lack of specific UK coverage. • Lack of use.
TIPS • Keep your ears open. • Identify products which are destined to UK market. • Prioritize brands that are used only in the UK. • Address needs for double coverage with your IP specialist.
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Copyright © Chantal Koller, Novagraaf 2017
Thank you for your attention! www.novagraaf.com Chantal Koller Novagraaf Switzerland SA 3, ch. de l’Echo 1213 Geneva [email protected] - +41 22 979 0030